Developing the International Customer Relationship Management Strategy of Karelia University of Applied Sciences
Rahman, Ayeman (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061122328
https://urn.fi/URN:NBN:fi:amk-2025061122328
Tiivistelmä
This research aims to develop a Customer Relationship Management (CRM) strategy for Karelia University of Applied Sciences (UAS). It highlights the requirements for a functional CRM and how Karelia UAS can benefit from implementing such a strategy. The research describes the current CRM process at Karelia UAS and examines other higher education institutions that have been successful in CRM.
Interviews with CRM experts from different universities were conducted to recommend best practices for Karelia UAS. A CRM team acts as the service designer of the CRM system within an institution, customizing the system for different user groups according to their needs. However, building a CRM team requires both funding and human resources, which are often unavailable in many higher education institutions. This study combines both strategic and technical aspects of a successful CRM process.
This research may guide higher education institutions of a similar size to Karelia UAS in developing their CRM processes for both business to individual and business to organization relationships at national and international levels.
Interviews with CRM experts from different universities were conducted to recommend best practices for Karelia UAS. A CRM team acts as the service designer of the CRM system within an institution, customizing the system for different user groups according to their needs. However, building a CRM team requires both funding and human resources, which are often unavailable in many higher education institutions. This study combines both strategic and technical aspects of a successful CRM process.
This research may guide higher education institutions of a similar size to Karelia UAS in developing their CRM processes for both business to individual and business to organization relationships at national and international levels.